What’s to Come for Media Writers?

How to know the future in our fields? We can’t, but we can guess with a lot of insight. One way to scan the horizon is to read the better blogs. Here are some nice links to follow as you consider the direction of the mass media in the years to come. While you’re at it, bloggers, think about whether you ought to maintain a blog as deep as some of these you’ll be reading.

The blog ADWEEK30 offers a link to a report from Forrester Research, a media-research company, suggesting that TV networks will shift their content to on-demand formats over the next decade. This will allow users (or audience members) to serve their own needs advertisers to better target their audiences. The report calls this Personal TV, a parallel to a personal computer or personal phone?

This switch implies huge consequences. Can you name some?

This clever blog, PR-Squared, from the owner of Shift Communications, offers some thoughts about how public relations people need to embrace social media forms. Including blogs. Just how true does owner Todd Defren suppose this to be? Well, here’s a quick burst of this thinking: This future is coming and will crush PR agencies unprepared to meet the advancing wave of change.

Don’t mean to scare you, but look what the largest newspaper chain did today? Read it here in Gannett Journal, an independent blog, that offers news about layoffs at Gannett newspapers across the country. This is just more evidence that traditional media are forced to change as digital forms undermine the old way of making profits. Newspapers can’t sell enough ads anymore because of competition from online forms such as Craigslist.com. Do you know it?

The former Washington, D.C., bureau chief for McClatchy Newspapers wonders if the longtime bosses of newsrooms are the right people today to lead in the needed transformations. David Westphal, writing for the Knight Digital Media Center, offers this thought:

. . . the pace of digital change likely will accelerate, with editors under pressure to completely reimagine how people receive (and contribute to) news and information. Having managed their newsrooms through repeated rounds of downsizing, will veteran editors be the best people to lead their newsrooms to the Promised Land? Or will young journalists with no investment in the past (for good and ill) be better choices? There isn’t a right and wrong answer. But these are questions we’re going to hear about more and more.

Realize what he’s saying here? The suggestion is that a new generation of digitally savvy young people may be the ones to lead the charge. Would that be, um, you?

You can read Westphal’s entire piece here on OJR, which stands for the Online Journalism Review.

A panel session at Harvard Business School provided some grist for understanding what comes next. One panelist suggested that the real commodity that we all need most is information. Another said the long-term answer is simplicity in use of technology. Hmmm. Gotta like that.

Yahoo’s Sue Decker offered this:

Increasingly, companies will find ways to leverage whatever social networks you’re in, find ways to service those in ways easy for you to access, and try to go for more simplicity. Simplicity is the single thing people really want. It’s going to get faster in terms of technology. There’s going to be more opportunities and interconnections.

How does local-link journalism fit into the future? Here is an argument in the publish2 blog that says news organizations should maximize their reporting by rounding up the comments from various bloggers. Even offers an example.

OK, that’s enough for now. Keep thinking now. If these notes offer any advice, it’s that the cleverest and most fluid thinkers will win. Your thoughts? Punch the comments button and add them here.

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35 Responses to “What’s to Come for Media Writers?”


  1. 1 christinedefina December 3, 2008 at 9:57 am

    The blog ADWEEK30’s story on the future of television is very intriguing. I think Forrester Research is on to something. Since we live in a society where customization is key, and patience runs low, television is definitely making a smart move in mimicking the web’s personalization features.
    I truly believe this will be successful for television companies, and will keep television as a primary source for entertainment and advertising.

  2. 2 danrutherford December 3, 2008 at 9:57 am

    I think the publish2 blog made some very intriguing points regarding the use of blogs as a substitute for gathering interviews in a story. Although I do not feel it is a good thing to replace interviews, I do think that using blog entries submitted by internet users in a story would be a great idea. It would provide broader opinions, and possibly a more effective way of gathering news information.

  3. 3 lkenney2 December 3, 2008 at 9:58 am

    These blogs are all great resources as we try to map out the future of our industry. I found that the article from the Harvard Business Summit made excellent points, and tried to determine what companies would have the most success in this communication revolution.
    Panelist Jim Breyer said that, “the most precious currency today is information” and that each year on the Internet, more information is posted “than in all the previous years combined”.
    This information is extremely helpful for determining where the future of the industry lies because it seems that as everything is changing around us, the fact that people will be hungry for information, remains constant.

  4. 4 bdonnelly December 3, 2008 at 9:58 am

    As for the ADWEEK30 story most cable companies are already making that shift to make viewers watch commercials. Second CurrentTV (www.currentTV.com) is a channel that does viewer submitted content. Anyone can up load videos to its youtube like website and those with the most hits will make it to air. To me that will be the future, the audience will create and choose the content that makes it onto the TV.

    Also I believe that newspapers and TV newsrooms will eventually become one. They report on the same topics and with the internet as a convergence point between the two, it gives the audience to many choice to lean about the same story. By combining efforts it will streamline story production along with enhancing the viewer’s experience.

  5. 5 sbianchetti December 3, 2008 at 10:01 am

    I think the first article about how TV is going to become more personal is very true. Right now, people are trying to customize TV for people based on what they like. I know that TiVo will look at what programs you record and record additional ones that are similar that you might like.

    I thought it was interesting when Forrester predicted that in the very near future people would be able to access the Internet, n as much as they could buy things from advertisements right on their TV. I think this is very possible. On Nitendo’s Wii system, you can access the internet and are able to shop or browse the web, without leaving your couch. All you have to do is point the controller at the item you want, and it can be yours.

    I think it will be interesting if all of those things actually become a reality in the near future. Although if the Internet comes to TV, it will probably have very little impact on computers. With laptops becoming so affordable, people can sit on their couch with a laptop on their lap and the TV on in the background.

  6. 6 meghandonovan December 3, 2008 at 10:01 am

    David Westphal asked, “Having managed their newsrooms through repeated rounds of downsizing, will veteran editors be the best people to lead their newsrooms to the Promised Land? Or will young journalists with no investment in the past (for good and ill) be better choices?”

    I think that young and more experienced people need to work together to bring the media into the digital age. Ignoring the traditions and proven truths of journalism and media relations is just going to undermine the integrity of the media, which is fast becoming an issue. All generations need to work together to figure out the best way for the media to keep its integrity while capitalizing on the digital age.

  7. 7 jenhempel December 3, 2008 at 10:02 am

    Having grown up in the middle of the transition to technology, it is difficult for me to imagine what it was like before everyone knew how to use a computer and relied on websites such as Google to find out information. Or even when people had to go through paper registration in college, as we register online now. Despite all of this, I would hate to see us become completely dependent on the internet and technology, especially for our news.
    We live in a society that is in need of constant information, and while the internet guarantees timeliness, I don’t think it’s the best way to find out information. With constant updates, it is difficult to find what you are looking for and if you found something earlier that you want to go back to, sometimes it is nearly impossible to relocate what you are looking for.
    I personally am not a big fan of the news, or reading the newspaper, but for those people who are, I think the internet news is so disorganized that even I can’t find my way around (and I like to think I know my way around the internet well enough to find a news story).
    I think complete dependence on the internet and the total transition to technology could prove to be a mistake in our obsession with being technologically advanced.

  8. 8 slittle3 December 3, 2008 at 10:03 am

    After reading some of Todd Derfren blogs on PR-Squared it has just made clear something that I have already realized would be a everyday part if the PR industry when I finally go to work. Social Networking sites are vital to the future of PR and advertising. The Obama campaign had much success by marketing on Facebook, Myspace and other social networking sites. They were able to capture the younger demographic and appear to be cutting edge and new. With results like they have it is obvious that this is the future of PR.
    Todd’s company SHIFT Communications is on the cutting edge of this new form of PR and already use Facebook, Youtube, and wiki’s to help promote their clients and have had tremendous success. With the growth in popularity of these social networking sites, it only makes sense to direct advertising and marketing towards this digital form. Also it allows people and companies to “go green” which can do a lot for a companies image. A lot of good things are going to come from using social networking sites as a form of PR. It is just a matter of time until everyone catches on.

  9. 9 laurenmurphy1 December 3, 2008 at 10:03 am

    The PR-Squared blog is all about PR and social media. I think that it is necessary for any business to try and get into the social networking world. Over the summer I interned at an online marketing company. For a few days my boss made me research a lot of the social networking sites, like Twitter, Digg, MySpace, Facebook, and YouTube, to try and see how she could incorporate her clients into them. I think that social media is rapidly and soon going to be one of the most important ways for business and companies, especially for public relations companies, to reach specific audiences. Todd Defren is right on point in this blog.

  10. 10 cjackson9 December 3, 2008 at 10:04 am

    I think that the future holds many advances especially in technology. I also believe that as our society progresses these advances will connect more people, whether it’s through social networking our not. For industries to keep up with advances they have to be able to transform and make sure they are still able to reach their target audiences. Consumers are going to want to receive information in new exciting ways. Forget boring newspapers, maybe the future of news will come in holographic displays like we’ve seen in so many futuristic movies. The future of media industry in general will some sort of innovation that could reach everyone at the same time but be catered to their own individual preferences.

  11. 11 keliaevans December 3, 2008 at 10:04 am

    From reading the article on publish 2, it seems like local link journalism is the way to go! It is a smart, simple way to gather reactions. Instead of going out and interviewing, one can simply pull from someone’s blog. This new direction both excites and bothers me. I, personally, would opt for creating a collage of blogs.However, some questions came into mind as I was reading this article. Does this take away from a journalist’s job? In the way that things in the media industry are going, will the journalist become lazy?

  12. 12 acoad December 3, 2008 at 10:05 am

    The publish2 blog made a good point about a different approach to journalistic writing. Scott Karp wrote a piece about Local Link Journalism and connecting various blogs that have already been published. He summed up the essence of his article by saying: “Newspapers should aspire to be a hub for shared community experiences.”
    By reading the example blog, I understand how using local human experiences from online blogs can contribute to newsroom success. The example blog was written by citizens of Tennessee who were expressing their excitement and “giddiness” about the snowfall in March 2008.
    It was a pleasure to read about the excitement and anticipation of “real” people. It makes a story more enjoyable and relatable when you read about someone who is just like you or me.

  13. 13 johnmcmanus December 3, 2008 at 10:06 am

    I was left with a few questions after reading this. The story about Gannett said that there were 600 layoffs in one day, and there are thousands of other employees at risk. With all of this manpower missing, what will that mean for our news?

    The Harvard article was kind of confusing just because “informaton” is so vague. With information all being generated on the web by anyone who has internet access, how is it possible to know what is true?

    The section about McClatchy and the new generation of the digitally savvy made a lot of sense to me. All the forms of mass media are changing with technology, so obviously changes will have to be made. Some of the longtime bosses may find it harder to work in this new context, while others are more willing to adapt. Tech-savvy young men and women are definitely the future. I think that schools should start preparing students for this at an earlier age.

  14. 14 sbarnwell December 3, 2008 at 10:09 am

    I think the ADWEEK30 blog makes a really interesting point. The public wants its television experiences to become more personalized. Methods like TiVo are becoming more popular, and those methods are great examples and proof of that. TV networks do need to try to keep up and become more personalized.

  15. 15 johncannizzaro December 3, 2008 at 10:10 am

    One of the topics that caught my attention was the story about Gannett newspapers and the massive amount of layoffs the company is experiencing right now. I am very familiar with this issue because both of my parents work in the newspaper industry and are constantly talking about how someday newspapers won’t even exist. I have heard them talk about entire departments being cut from their company, and how a lot of people with families to support are being left without a job. It doesn’t help that the economy is in such bad shape, but the fact is that a lot of people don’t even read newspapers anymore. It’s hard for them to sell advertising when the internet makes it possible to advertise for free on such websites as Craigslist. Everyone uses the internet, and a lot of people who used to read newspapers are now getting their news with one click of the mouse at their computer. Although newspaper readers have been quickly declining, I personally think that some people will never make the switch to online news because they like the feeling of reading something tangible and familiar.

  16. 16 joyzhou December 3, 2008 at 10:10 am

    The concept of a “Personal TV” is an interesting concept. Like the Web, it will surely cater to each individual. But while such a personalized tool gives anyone the option and freedom to watch whatever they want, they are likely to limit their horizons. Instead of becoming exposed to a variety of advertisements for example, people will become bombarded by products they are interested in. There is no doubt that shopping behaviors will change drastically with the launch of a “Personal TV.” Moreover, I think it is scary that large corporations such as Google and Microsoft are trying to break into this medium (in addition to the network), further extending themselves in the multi-media.

  17. 17 tjohn11 December 3, 2008 at 12:55 pm

    This semester, I’ve also been taking Digital Media Convergence, so ADWEEK 30’s piece on the evolution of TV advertising really caught my attention. Although “Personal TV” allows the viewer to, well, view whatever they want whenever they want, a more targeted advertising strategy leads me to think of a “big brother” situation where advertisers are able to learn everything about you just by what you watch. I’m all for a good business model and making money, but there is a line between advertising and invading someone’s privacy to target them and make a quick buck.

  18. 18 jstoddard December 3, 2008 at 12:56 pm

    Yahoo’s Sue Decker said that “simplicity is the single thing people really want”. However, how is something like the “personal tv” simple when you have to tell it everything you want and don’t want. A TV is simple. you flip through channels and if you don’t like it, you change the channel. Thats simple. Sure technology is going to improve and change peoples lives forever and our children won’t even know what an antenna is, but I think there is a limit to how far people will go to get something as basic as a television with everything they want. I mean there’s thousands of channels if you get the premium package… what more do you want??
    ( and flipping through all those channels is the opposite from simple!)They are already going in the opposite direction of simplicity. Perhaps its too late?

  19. 19 rbertone December 3, 2008 at 12:56 pm

    I thought that the ADWEEK30 blog about the “Personal TV” was the most interesting blog in this post, but also the most expected. With the popularity of TiVo, and DVR recording devices, as well as the eventual switch to digital cable with all televisions, it was really no surprise that television will start to be personalized. I think this is both a good idea and a bad idea for the future. It makes sense with personal TV that advertising companies will be able to target more of the people they want, but at the same time, it will narrow their audience. Perhaps someone who isn’t interested in a product themselves knows someone that is, but if their TV is personalized, they will not receive the ad through that particular medium. Also, I think that the merge of the internet and television is inevitable. Especially with Google and Microsoft trying to break into the television world, I don’t think it’s very far off where most of America’s internet and TV will be one entity.

  20. 20 kgriffin4 December 3, 2008 at 12:57 pm

    This is all very scary and very exciting all at the same time. This also means a lot more work for us students who will be entering the work force in a few years. You can’t just be a good writer anymore. Well, you can, but it has to come with many other skills that make you appealing to hiring companies. It seems to me that in the past types of media were segmented and compartmentalized. Now, advertising infiltrates all mediums, newspapers have online components that include video, podcasts, etc. Public relations now must have photos, video, sound bites or podcast links all in a news release to be successful. It’s exciting how full circle media is becoming; it’s just a little more homework for us.

  21. 21 julianne89 December 3, 2008 at 12:58 pm

    Reading some of Todd Defren’s blog made me realize just how important social networking is and how lucky I am to have grown up knowing what it is and how to use it. My parents do not have facebook and they don’t go on youtube. I had to explain to them what twitter was over thanksgiving break.
    Social networking sites are crucial to PR and advertising. When I graduate and hopefully start working at a PR or advertising company I may have an edge on the older generation because I am proficient in using sites like facebook and youtube. I think it’s almost ironic that my obsession with facebook might make me more qualified for a job then someone else who has had no experience on the site. The Obama Campaign had huge success because of the social networking they did. I recently read that many employers, including Obama himself look at facebook pages before hiring people. Social networking is extremely significant to the media world today. We cannot ignore the impact it has had all over the globe.

  22. 22 sseel December 3, 2008 at 12:59 pm

    The collaboration of social networking and PR is an interesting note. Todd Defren’s company SHIFT Communications creates concepts for companies through the use of social networking sites and blogs. Already we can see how PR is shifting from print to online. During the election, MySpace or Facebook users could log on and “friend” John McCain and Barack Obama.

    This is not just true of PR. Newspapers and advertising will continue to evolve with society. If that means utilizing more online tools to reach consumers and audiences, then it will happen.

  23. 23 emiller14 December 3, 2008 at 12:59 pm

    The blog ADWEEK 30 is a very daunting idea. If the advertising industry is now shifting so that consumers can buy things directly off their televisions via commercials and personalize their television, I think that it will only increase consumerism and laziness. All of these blogs only point out to me that the idea that we as soon to be young professionals need to be versed in all things technologically oriented. As the Gannett Blog mentioned print newspapers are now cutting down on the number of employees at newspapers only meaning that technology is even more important. I think that as a student I now understand the importance of being well rounded and knowing how to use all types of software and equipment. These blogs only further prove to me that I must know how to write, shoot video, and use all software to have a successful career.

  24. 24 rjoyce7 December 3, 2008 at 1:00 pm

    I’m a little concerned about the personalization of advertising for TV users. It just seems to me that if we give the consumers too much power the industry could be potentially unseated and destroyed. I relate it to sports at the intercollegiate and professional level. In college sports the coach holds the power and the players submit to it. Professional teams are similar for the most part. However when we see a team that is struggling, many times it is a direct result of the franchise honoring the player’s request more than the team, and therefore the power distribution switches into the hands of the players. That is never a good idea because there is no central leader and if there is no measure of accountability on the players chaos takes hold. That might sound dramatic, but the possibility of the power switching from the central industry into the hands of the users is a little scary to me, and what possible ramifications could set in if this happens.

  25. 25 alhulett December 3, 2008 at 1:00 pm

    These blogs were all very eye opening, especially as we draw to a close in our Media Writing class. After just creating and maintaining our own class blog for the past semester, it was refreshing to take a comparative look at these professional status blogs. For example, the PR blog had a really unique look and layout, with engaging photos and graphics. As students embarking upon our own future, it is good to examine these blogs and know that the skills we have learned about blogs in class will mostly likely be put to use in our careers, much like these examples have shown

  26. 26 bspurlock December 3, 2008 at 1:00 pm

    Hands down, the most intriguing article has to be ADWEEK30’s writing about the future of the TV. Television is changing so much and I agree that it is becoming very personal. Today television and gaming systems are starting to become more “on-demand”.

    On Playstation 3, it allows you access the internet and buy and download games on-line. You don’t even have to leave your house anymore. I can see this making a huge impact on some individuals in the future.

  27. 27 jhenricks December 3, 2008 at 1:00 pm

    Oh the heels of Gannett’s mass layoff of over 600 employees, the future of newspapers as we know them seems bleak. David Westphal’s article acknowledges that a huge transition is coming and questions who should be in charge of leading this online transformation. Steve A. Smith resigned as editor of the Spokane Spokesman-Review citing as his reason the fact that “the journalism that’s important to me is no longer possible.” Smith abandoned his newsroom so that he would not have to bear witness to all of these changes. However, I think that Smith, and other seasoned editors, should stay to take part in these changes. If all veteran editors leave, young, fresh, editors will take over. With no strong news roots, these editors may take the transformation to online media to a perilous extreme. I think that editors should stay to make sure that the traditional aspects of newspapers are still represented, and these editors should serve as the voice of continuity in a world of change.

  28. 28 ssmall123 December 3, 2008 at 1:00 pm

    The PR-Squared blog gives an insight to the future of public relations. Gone are the days of simple news releases, we have to think about the future. It kind of it home for me because over Thanksgiving break I was talking to my uncle who is the Head of Communications and PR at William and Mary. He used to be the White House correspondent for USA Today and now works in public relations. He told me that everything is changing and no one really knows where the industry will end up. Everything will revolve around the internet, and in order to make myself marketable, I will need to be able to adjust to the changes. I keep hearing the same message and it really has made we aware that of the changes I will have to make in order to be successful in a “unsettled” industry.

  29. 29 ehighet December 3, 2008 at 1:00 pm

    This blog topic is extremely interesting to me. Our society is constantly changing and the future of the communication field is completely up in the air. By looking back to 10 years ago, the way which we receive news today has changed drastically. I thought that the story about Gannett newspapers and the massive layoffs that they are going right now was very interesting. In order to return their paper to prosperity, they are laying off the largest number of people in the newspaper industries history. This article reminded me of an article which I read this weekend in the New York Times. This article was titled Expert Opinions, From Neutral Observers. The article talks about the changing writing form for newspapers and how the New York Times needs to adapt. Now that broadcast news offer so much more opinion in their news stories, the New York Times needs to find the balance between offering enough opinion so that the reader feels that they are getting good enough news, but not enough opinion so that readers feel the news they are receiving is biased.
    If you want to look at the New York Times article, the website is:http://www.nytimes.com/2008/11/30/opinion/30pubed.html?_r=1
    Were living in such an interesting time, where so much is changing!

  30. 30 sferguson4 December 3, 2008 at 1:03 pm

    The Gannett Journal blog post brings up some interesting considerations. Concerning the massive layoffs occurring at the largest newspaper chain in America really does beg the question of how much longer traditional print will remain in existence.
    While johncannizzaro makes the argument that some readers may never switch to online media simply because of preference, we need only to look at historical instances where once popular forms of media were subsumed by newer and more convenient forms.

    For example, the telegraph or the record player were once major commodities in their respective fields during their time. Anyone who wanted to communicate quickly used the telegraph to send their messages electronically. Likewise, the way people listened to purchased music was via the record player. When better forms of communication came along, however, such as the telephone and email, the telegraph slowly faded into obscurity until it disappeared entirely. Similarly, the invention of CDs and mp3 files has made record players obsolete; they are not even manufactured anymore for commercial use.

    Perhaps newspapers will be slightly different. Maybe some people will never abandon this form of traditional media in favor of the newer, more convenient forms of information flow. But when taking into account the historical circumstances surrounding the telegraph and the record player, one could certainly argue otherwise.

  31. 31 andunk December 3, 2008 at 1:04 pm

    Brian Morrissey’s piece covering the idea of “on-demand” advertising really caught my eye. This is a direction that I wouldn’t have thought advertising would take. The idea makes a lot of sense. People are pestered daily by advertisements that have no bearing on them. With on-demand advertising, one could view the commercials and ads that they feel apply to them. A very unique concept.

    However I don’t know if I agree completely with the ethics of this new form of advertising. Advertisements are designed to catch people’s eyes and attention to products. It’s vital part of free trade and know people will try to block it out. To me this seems like an illegal form of censorship. I believe ads also represent freedom of speech. If we begin to block them out, I believe we will be violating the first amendment. I can see ad companies having issues with this concept and bringing this to the Federal Communications Commission (FCC). At the turn of the decade, I think the FCC will have its work cut out for itself and will have to lay down some guidelines for advertising and limiting advertising.

  32. 32 ucotton December 3, 2008 at 1:07 pm

    Even though reading the newspaper is a tradition in some aspects, it is really going out the window because the internet is taking over. The internet is selling all the ads making it harder for newspapers to stay up with the internet. I feel really sad for all the employees that have gotten laid of because of this small crisis. It almost makes me want to reconsider my major. Maybe their is something out there that can be done to save the papers, but it is going to be hard because of the new technology.

  33. 33 amflanagan December 3, 2008 at 2:51 pm

    Unfortunately people are paying the price of new technology as seen through Gannets layoffs but I think it is important to realize and accept the inevitable direction of the news for the future. Students especially need to be aware that in order to succeed in this business today they must be good writers as well as technologically savvy. In Steven Smiths blog, “Who Should Lead Newspapers’ Online Transformation?” it discusses the need for innovative, creative and imaginative individuals in the online newspaper field and all forms of communication. As students looking to pursue this career, I think it is necessary to think outside the box as writers and consumers. We should try to embrace these new forms of technology by integrating them into the traditional forms of communication.

  34. 34 chelseacastner December 5, 2008 at 11:10 am

    The PR-Squared blog site was interesting to me because that is my desired field of interest. When I enter the PR world I will be facing the new changes the PR world will have to make. This site allows a preview of what PR is going to be like in the future. If I plan to be successful in this field of work I should start doing my research now so I can be prepared. Social networking sites are the wave of the present and future so it seems only fitting that the PR world has finally decided to create a site of their own.

    This is a site that I will most certainly be checking out constantly so I can stay up to date on the most recent PR stories.

  35. 35 eclingan December 7, 2008 at 4:58 pm

    In ADWEEK30’s case, I worry that if viewers will choose the programming and advertisements that make it on TV, many companies will not be able to advertise products. Who wants to watch a commercial for life insurance, when they can watch Apple advertise its latest gadget? Very few people. By letting the audience call the shots, many companies and businesses might suffer because people will no longer see advertisements for their products. This is a problem. Maybe people do not know what is best for them.

    Also, it is probably more difficult for newspapers to sell advertisements because companies go to popular websites like Craigslist.com to advertise. Whether companies are buying cheaper advertising space or simply posting advertisements to the site’s message boards, I am not sure. Either way, this method seems cheaper, faster and more effective.


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